American football’s NFL has appointed Luis Martinez as general manager of its operations in Brazil ahead of the league’s upcoming first regular-season game in South America.

In the newly created role, Martinez will be responsible for leading the league’s business and expansion across Brazil. He will report to Gerrit Meier, managing director of NFL International.

As part of its wider international expansion strategy, the NFL also intends to open an office in São Paulo under Martinez’s leadership.

Martinez has previously worked for the league’s Mexico office leading its marketing and sales efforts.

With previous marketing roles across Hasbro in Chile, Peru, and Mexico, he has strong experience of the Latin American landscape.

The NFL’s inaugural game in South America will see the Green Bay Packers take on the Philadelphia Eagles on September 6 in São Paulo.

Meier has said: “With the third largest NFL fandom outside of the US and Mexico, and as we approach our first game in São Paulo, this leadership position will play a critical role in our success in-market by establishing a permanent footprint for the NFL to engage new and existing fans year-round.

“We’re excited about the opportunities ahead for the NFL in Brazil.”

Martinez added: “Having worked across key NFL programs and initiatives for nearly five years in Mexico, I’m excited to take the next step toward expanding our presence in Brazil.

“Brazil has a rich and passionate sports fanbase, and with the evident NFL fandom across the country, we’ll continue to build and grow American football.”